… when you accept that it is broken, and take a little bit of time to understand why, then what to do to fix it is obvious.
The question you need to ask is ‘how can I give back emotion?’
Everyone is a channel is not peer to peer. It’s not “network marketing”. Everyone is a channel changes the rules of communication. It changes everything.
So, once again this year’s International Fundraising Congress comes to a close. It’s a potent cocktail, leaving you with a feeling of exhaustion and exhilaration, bringing you clarity and even confusion by challenging your existing thinking. Amongst my scribbled notes I can sense some sparks of insight – possibly even the emergence of an epiphany.…
Measures can change behaviour. Ask people to do new stuff but measure them the same old way is a recipe for either no change or confusion.
Both approaches work and perhaps in the short term they get a similar result but in the long term only one will be sustainable.
A brand should no longer view customers as targets = a charity should no longer view donors as targets.
Now you have to work much harder to get my attention.
The danger of business as usual is that it doesn’t encourage the mindset we now need.
If you think of digital as a channel it encourages you to think how I can I use it to target more people – so you think in numbers: how do we increase followers, capture more emails?